nedma15: the power of projects: how to run an effective inbound marketing campaign - michael f....
TRANSCRIPT
Michael F GriffinImplementation Specialist@MF_Griffin#NEDMA15
THE POWER OF PROJECTS:HOW TO RUN AN EFFECTIVE INBOUND MARKETING
CAMPAIGN.
1 Strong understanding of inbound campaigns
2 Actionable steps to help launch your next inbound
campaign
KEY TAKEAWAYS
1 Laying the groundwork – foundational knowledge
2 Campaign theory overview
3 Campaign application
4 Key takeaways and Q&A
AGENDA
Laying the groundwork –foundational knowledge. 1
A QUICK CLARIFICATION :
Projects
=
Campaigns
Cold Calling Cold Emails (SPAM)
Interruptive AdsMarketer - Centric
SEOBloggingAttractionCustomer - Centric
INBOUNDTRADITIONAL
vs.
MEET MARKETING MARY:
• Who is she?: Marketing professional that wears multiple hats
• Roles: Marketing Manager, Marketing Director
• Goals: Support sales team by generating qualified leads each month
• Challenges: Too much to do, not enough resources, not enough time
• Age: 25-50
• Income: $70,000-$100,000
• Education: Bachelor’s Degree or MBA
Inbound Marketing = Content + Context
CAMPAIGN OVERVIEW. 2
• Social media
• Social media
• Social media
• PPC
• Social media
• PPC
• Blogging
An inbound marketing campaign takes into account the varied way that people learn online and encompasses many channels.
REMEMBER:
Unified, cross-channel messaging in support of a goal
What does unified cross-channel messaging entail?
UNIFIED CROSS-CHANNEL MESSAGING
1 Assets & activities
2 Efforts
3 Behaviors
• eBooks
• Landing pages
• Tradeshows
• Webinars
ASSETS AND ACTIVITIES
EFFORTS • Campaign planning meetings
• Mapping out campaign deadlines in calendar
BEHAVIORS
• Networking
• Promoting
1 Consistent messaging across channels
2 Saves you time
3 Increases effectiveness & ROI
4 Improve your analysis of what worked and why
WHY USE THE INBOUND MARKETING CAMPAIGN APPROACH?
CAMPAIGN APPLICATION. 3
It starts with an ultimate goal, and includes several micro-conversions along the way.
Prospect Customer
Prospect Customer
Prospect Customer
Email Trial download
Prospect Customer
Webinars
Trial download
Prospect Customer
Webinars
eGuides & eBooks
Trial download
Prospect Customer
Webinars Case studies
eGuides & eBooks
Trial download
Prospect Customer
Webinars Case studies
eGuides & eBooks
Vendor comparisons
Trial download
Prospect Customer
Email Press releases
Webinars Case studies
eGuides & eBooks
Vendor comparisons
Trial download
Prospect Customer
Email Press releases
Webinars Case studies
eGuides & eBooks
White papers
Vendor comparisons
Trial download
Prospect Customer
Email Press releases
Webinars Case studies
eGuides & eBooks
White papers
Vendor comparisons
Trial download
Live demo
Prospect Customer
Email Press releases
Webinars Case studies
eGuides & eBooks
White papers
Comparison white papers
Vendor comparisons
Trial download
Live demo
Prospect Customer
Email Press releases
Webinars Case studies
eGuides & eBooks
White papers
Comparison white papers
Vendor comparisons
Trial download
Live demo
Call with sales
Important to note: Regardless of the channel that someone comes in via, their destination should be the same place.
Prospect Customer
Email Press releases
Webinars Case studies
eGuides & eBooks
White papers
Comparison white papers
Vendor comparisons
Trial download
Live demo
Call with sales
Q.) But what if I don’t have all of those? What if I don’t have many offers at all?
Q.) But what if I don’t have all of those? What if I don’t have many offers at all?
A.) Don’t panic… yet.
UNIFIED CROSS-CHANNEL MESSAGING
1 Assets & activities
2 Efforts
3 Behaviors
eBook
Prospect Customer
eBook
Prospect Customer
SEOKeywords
Blogging
Social
Q.) I’m seeing some prospects filling out the eBook form. Awesome! What do I do now?
1 If we haven’t already, identify the next micro-conversion
2 Create a list of all prospects who download the eBook
3 Draft lead nurturing emails
4 Promote the next micro-conversion similar to how we did
the previous one
eBook
Prospect Customer
SEOKeywords
Blogging
Social
Webinar
eBook
Prospect Customer
SEOKeywords
Blogging
Social
Webinar
Thank you, soft ask
Trust build, soft ask
Hard ask
Hard ask, breakup
eBook
Prospect Customer
SEOKeywords
Blogging
Social
Webinar
Thank you, soft ask
Trust build, soft ask
Hard ask
Hard ask, breakup
SEO
Keywords
BloggingSocial
eBook
Prospect Customer
SEOKeywords
Blogging
Social
Webinar SEOKeywords
BloggingSocial
Vendor Comparison
Q.) What if my prospects registered for the webinar but did not actually attend?
Q.) What if my prospects registered for the webinar but did not actually attend?
A.) We can still follow the same playbook. We just need to change the verbiage we use in the first email.
eBook
Inbound marketing campaign
Prospect Customer
SEOKeywords
Blogging
Social
WebinarSEO
Keywords
BloggingSocial
Vendor Comparison
SEOKeywords
BloggingSocial
Q.) How will we know what to adjust for our next inbound marketing campaign if we don’t analyze the results of this one?
Q.) How will we know what to adjust for our next inbound marketing campaign if we don’t analyze the results of this one?
A.) We won’t.
eBook
Inbound marketing campaign
Prospect Customer
SEOKeywords
Blogging
Social
WebinarSEO
Keywords
BloggingSocial
Vendor Comparison
SEOKeywords
BloggingSocial
7%
5%
1 Strong understanding of inbound campaigns
2 Actionable steps to help launch your next inbound
campaign
KEY TAKEAWAYS
QUESTIONS?
THANK YOU.